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How to Get People to Read Your Ads Like CRAZY!

The headline should summarize the whole offer. It should grab
the eye, and make you want to read the subheading.

The headline should intrigue and captivate the reader. It's
sole aim is to make the reader continue on to read the body text.
You should take great time and trouble over the headline.

Let's say we're selling a book on home security, yes, I know,
boring and you might start with something like this:-

"CRIME FIGURES UP"

This is very bad, but typical of an amateur. People don't care
about 'crime statistics'. That's boring, they only care about
their own house or car being broken into. OK, how about
this:-

IS YOUR HOME AT RISK?

A bit better, but not brilliant. It does personalize it and
does play on peoples fear. It's still pretty weak though. What we
need is a headline that will grab you by the throat and force you
to read on. How about this:-

HOW TO BURGLE YOUR OWN HOUSE AND STEAL YOUR OWN CAR

Now that's what I call a 'killer' headline. You've just got to
read on, haven't you?

Always think very carefully about your headline.

Make it extremely intriguing, interesting or exciting. If
you're selling a 'straight' product, then use a slightly
different approach, the headline should state what the product
is, with a few adjectives in front. Say for a Tea Trolley, your
headline would be:-

New, Italian, Fold-away TEA TROLLEY

There should also be a picture of the product. The picture and
the headline simply act to grab the eye of anyone who is remotely
interested in purchasing this type of product.

Rule Two:- The Subheading

The subheading should expand upon the story hinted in the main
heading, and draw the reader inexorably into reading the body
text.

Subheadings for straight products should outline the main
features and benefits of the product. Again, boring, but this is
what works,

A subheading for the Tea Trolley would be:-

"New from Italy, Lightweight, Fold-away Trolley is available
in your choice of three colors."

As I say, boring, but this is what works, so don't try and get
clever or 'artsy'.

Here's the subheading for the security book:-

"I've nicked hundreds of cars and done over fifty burglaries.
Would you like to know what I've got in mind for YOUR place?"

Brilliant, or what??!! You've just got to read into the body
text, haven't you?

Remember this is the MAIN function of the heading and
subheading. Notice the quotes, it seems as though the guy was
talking to YOU, the reader of the advert, but the quotes imply
that it is just something that this burglar said, some time ago,
to whoever it was he was speaking to.

Rule Three:- The Copy

Always overstate the product, but within the bounds of truth
and reasonableness!

For some reason long copy, sell books. People will actually
read an entire page of text if the story is strong enough. For
straight products, the body of the text really just gives the
feature and benefits, together with a slight allusion to an
improvement in lifestyle.

A classic piece of rubbish for the security book would
be:-

"We at ACME security have been leaders in the field of home
security for over seventy years, winning the Queens award for
industry on at least five occasions."

So what? Who cares? What's that got to do with ME?

Here's an important little technique that can be used to
fascinate your readers. It's the 'reverse' technique. In this
technique, you take what is considered an obvious and well know
fact about your subject, and then state the exact opposite in
your advert.

We all know that in order to keep burglars out, we have to
lock doors. Right? I mean, that's obvious. OK we're going to take
this obvious fact and simply state the exact opposite. Like
this:-

Why leaving doors UNLOCKED can sometimes be better than
locking them.

"How can this be?" you ask yourself.

Why fitting a car alarm can sometimes result in car thieves
flocking to break into your car.

"What's that?!! Surely with an alarm fitted, they'll give your
car a miss?" Well it depends. There are several reasons why
sometimes (which is all I said) the opposite might be true. For
example, if you have a car alarm then that means you have
something worth stealing. Also car thieves are full of machismo
and they like stealing difficult cars, they stay clear of the
easy ones because there's not enough danger and excitement. Most
car alarms can be bypassed. Get the idea?

To sum up, your headline must grab the reader's attention, it
doesn't matter how good your offer is, if your ad doesn't get
read, you've lost them before you get a fair shot.

Once you've got their attention, you've got to keep them
interested. Your ad copy must intrigue and captivate them so they
will read your entire offer....

About The Author

Neil Moran has over 7 years online marketing experience,
discover how Neil drives quality targeted traffic to his site:
http://www.forfreedom.ws/

(image courtesy of Dame Products). These days, trains are delayed often enough for you to get a good look at whatever advertisements emblazon the subway ...

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